Building and implementing a roadshow for the Department of Transport was the challenge presented to Icon. 

The aim behind the roadshow was to promote rider safety and encourage bikers to sign up to the DfT's new safety initiative, Think!  Locations for the roadshows were to be at various biking venues in order to maximise their exposure.  Within an ‘exhibition' environment, visitors were able to benefit from a relaxed and informal setting; there was the opportunity to talk to road safety officers and partake in on-stand activities.

Prerequisites were flexibility (particularly where the size of the location was limited) and adaptability in case of inclement weather.  Also necessary were the provision of visibly impressive constructions which were quick to install and dismantle.

The end result was a custom-built articulated trailer which acted as a mobile exhibition stand.  With its twin extension pods, serving as additional exhibition units the roadshow incorporated both a hospitality area and viewing deck.  In addition, at each venue the trailer unit was encompassed by modular flooring and mini marquees within which were displayed various forms of race memorabilia.

At 10 venues and 12 races, the Think! roadshow was an instant success both in terms of the interactive area that Icon facilitated and the speed at which the unit could be dismantled and reconstructed at the next location.